Guest Introduction

Mark Williams-Cook: Director of Kanda (formerly Candour SEO agency)
Creator of Also Asked, a search intent research tool
Publisher of Core Updates Newsletter
Host of SEO Patent Podcast
20+ years of SEO experience

Key Topics Covered
Current Google Search "Meta"

Google's algorithm favors brand-like signals over traditional relevance
Example: The Vatican website ranking for CBD gummies after being hacked
Mark describes this as "a bandaid for the shortfalls that have been magnified in Google's algorithm because of Gen.ai"

Content Creation Strategy

Video-first approach: "Start at video and work backwards" using transcription tools
Particularly effective for client information: "If you are having to get information, especially from clients, sometimes trying to get clients to write an article is like getting blood out of a stone"
Allows natural expertise to flow: "They will happily talk your ear off"
Tools turn video into written content without "regurgitating stuff"

User Knowledge Levels

Google has patents for understanding user expertise through search patterns
Demonstrated in People Also Ask (PAA) results showing different questions based on perceived knowledge
Example: Car dealership knowledge levels

Novice: "Red car under $20k near me"
Intermediate: "2024 Honda Civic MPG vs Toyota Corolla"
Expert: "Civic Type R torque curve comparison"



Google Query Classification

Google classifies queries into distinct semantic categories
These classifications determine which SERP features appear
Additional classifiers like "local intent" and "explicit local intent" work alongside these categories
Mark is develop...

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